The power of e-recruitment and employer branding on Indonesian millennials’ intention to apply for a job

Abstract

Companies need reliable employees to support their business. As e-grocery businesses in Indonesia continue to grow during the pandemic, various strategies are required to attract millennials. This study aims to prove the influence of employer branding, e-recruitment, and post-pandemic employee value proposition (radical flexibility, deeper connection, personal growth, and holistic well-being) in encouraging millennials to apply for jobs at e-grocery companies after the pandemic. Few e-grocery companies in Indonesia use employer branding and e-recruitment; this study attempts to combine these two variables to see the effect of their interaction on influencing greater millennial intentions. Using the latest experimental method, which is the experimental vignette method, we conducted three studies with a total of 619 millennial participants, who were recruited using the convenience sampling technique. All participants received a set of job advertisements as a stimulus. The results showed that e-recruitment could not significantly predict the millennials’ intentions when applying for jobs in e-grocery companies. Companies in Indonesia may need to analyze millennials’ familiarity with e-recruitment platforms, especially on company websites. However, employer branding successfully predicted millennials’ intention to apply for a job in e-grocery companies, which was not affected by the length of their work experience. Employer branding serves as a means of building job seekers’ trust through personal promotions. With this trust, job seekers are more motivated to apply to the company. When e-recruitment and employer branding were analyzed simultaneously, there were significant interactive effects on millennials’ intentions. Employer branding acted as a socialization medium to introduce e-recruitment and vice versa. E-recruitment served as a form of branding that could shape the perceptions and experiences of millennial job seekers. Lastly, the employee value proposition significantly predicted millennials’ intentions, where holistic well-being was the most sought-after value. It can support employees’ well-being and encourage them to make valuable propositions that will make e-grocery companies excel in Indonesian labor market.

Pengaruh E-Recruitment, Media Sosial, dan Employer Branding Terhadap Minat Generasi Z untuk Melamar Pekerjaan

“…Pengaruh e-recruitmen terhadap minat untuk melamar pekerjaan secara empirik telah ditemukan dalam beberapa penelitian terdahulu. Hasil penelitian Jayabalan et al, (2019); Geofanny dan Faraz (2023); Wijaya et al, (2023) dan penelitian Erlinda dan Safitri, (2020) memberikan bukti nyata mengenai pengaruh positif erecruitment terhadap minat untuk melamar pekerjaan. Berdasarkan hasil penelitian terdahulu tersebut, peneliti mengajukan hipotesis penelitian sebagai berikut:…”

“…Melalui employer branding, sebuah perusahaan menginformasikan dan mengkomunikasikan keunggulan (keunikan) yang dimiliki perusahaan dengan tujuan untuk menarik minat calon tenaga kerja bersedia melamar dan bekerja dalam sebuah perusahaan (Silva dan Diaz, 2023). Hasil penelitian Silva dan Diaz (2023); Kumari et al, (2020); Ngoc et al, (2022); Wijaya et al, (2023); dan penelitian Geofanny dan Faraz (2023) memberikan bukti nyata pengaruh positif employer branding terhadap minat untuk melamar pekerjaan. Berdasarkan hasil penelitian terdahulu tersebut, peneliti mengajukan hipotesis penelitian sebagai berikut: H3: Employer branding memiliki pengaruh yang positif dan signifikan terhadap minat generasi Z untuk melamar pekerjaan.…”

“…Hasil penelitian Jayabalan et al, (2019); Geofanny dan Faraz (2023) memberikan bukti nyata peran e-recruitmen, peran media sosial (Ha dan Luan, 2018;Nawazkhan et al, 2022) serta employer branding (Silva dan Diaz, 2023;Wijaya et al, 2023) dalam mempengaruhi minat untuk melamar pekerjaan. Berdasarkan hasil beberapa penelitian terdahulu tersebut, peneliti mengajukan hipotesis penelitian sebagai berikut:…”

Exploring the Impact of Employer Branding on Intention towards Job Application: The Mediating Role of Social Media

“…However, mixed findings highlight that not all aspects of branding automatically lead to increased application intentions [28]. Specific variables, such as company values or innovation, can have different impacts [29]. The importance of social media as a mediator also proves relevant, where different platforms and interactions can have varying effects [30].…”

Efficient Resume-Based Re-Education for Career Recommendation in Rapidly Evolving Job Markets

“…The proposed Career-gAIde framework uses natural language processing and deep neural networks and content- These recommendation techniques are a significant part of employment branding that can enhance the attraction of employees to the job [39]. Following an intelligent and electronic recommendation increases the intention of applicants to apply for a job [40].…”